As part of Virgin Atlantic's £5m multi-media marketing campaign, Rainey Kelly Campbell Roalfe / Y&R commissioned a series of images promoting the Upper Class Suite. Appearing in the UK press, internet and 96 sheet billboards across London, the adverts mixed clichés of English landed gentry with familiar aspects of New York, San Francisco, Sydney, Hong Kong and Tokyo. In this advert for San Francisco, an easy rider hunts foxes . . .

Advertising for first-class long-haul aviation tends to play on exclusivity: svelte cabin attendants, exquisite food, exotic locations, businessmen in suits etc. Virgin Atlantic's Upper Class deliberately sets out to subvert this well-worn approach with a playful use of irony, appealing to a more youthful, aspirational, self-aware audience. In this advert for New York, the statue of Liberty delicately sips tea from bone China . . .